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系統識別號 U0026-1402201212375800
論文名稱(中文) 非營利型設計推廣組織之經營策略探討-以日本產業設計振興會為例
論文名稱(英文) A Study on Strategy Development of Non-profit Design Promotion Organization- a case study of Japan Industrial Design Promotion Organization
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 100
學期 1
出版年 101
研究生(中文) 黃慧萍
研究生(英文) Hui-Ping Huang
學號 PA6984061
學位類別 碩士
語文別 英文
論文頁數 79頁
口試委員 指導教授-陸定邦
指導教授-孔憲法
口試委員-鄭源錦
中文關鍵字 日本產業設計振興會  設計推廣組織  經營策略  優良設計獎 
英文關鍵字 Japan Industrial Design Promotion Organization  non-profit organization  G Mark  strategy development 
學科別分類
中文摘要 設計逐漸被認為是發展經濟的其中一項重要因素 ,許多國家設立設計推廣計畫 ,希望藉由設計,促進產業發展與增加競爭力,而非營利型設計推廣機構也因而誕生 ,設計推廣變成一項重要的議題。日本是亞洲裡面最先倡導設計推廣的國家,現在也成為世界知名設計強國 。為了推廣設計,日本政府在1969年設立了日本產業設計振興會, 以選拔優良設計做為主要業務,致力於推廣設計,隨著時間演變,日本優良設計獎已變成世界知名設計獎,而優良設計標誌也已融入日本生活當中,日本民眾對於此標誌的認知度超過八成,得到優良設計獎於否也成為消費者選購該產品的一項因素,也因此日本設計振興會被認為是設計推廣組織當中推廣設計的成功案例之一。

本研究探討日本產業設計振興會之經營策略,首先以CORPS模型分析日本產業設計振興會的資源、服務、運作、顧客與參與者等五大要素,透過二手資料分析、參與式觀察與深入訪談日本產業設計振興會的工作人員等作為個案研究的方法,分析其組織策略發展。

日本產業設計振興會從一開始只針對專業設計師與公司做推廣,到後來逐漸擴充到針對民眾推廣設計,且擁有專業的設計師組織支持並幫助振興會成長;同時日本產業設計振興會將行銷加入優良設計獎的運作裡頭,把優良設計標誌當做品牌來經營,透過得獎廠商對優良設計標誌的運用,不僅增加一般民眾對優良設計獎的認知率與信賴感,也促使更多廠商報名優良設計獎,並且使用優良設計標誌於產品銷售與推廣; 設計推廣就像是經營健身房事業,在測試設計師能力的同時,也必須增加顧客的吸引力,且不斷挑戰設計師的極限,才能使的顧客進步; 日本產業設計振興會在幫助設計產業成長同時,透過舉辦獎項及其他活動,達到民營化後組織收支平衡之目的;搬到六本木中城之後,隨著Design Hub的營運,舉辦設計活動,不僅促進國際交流,也推動設計融入日常生活當中;近幾年日本產業設計振興會與亞洲國家密切合作,增加在亞洲國家的影響力,企圖帶動日本設計產業以及優良設計獎向外發展。

以上方式都是日本產業設計振興會運用在推廣設計上的策略,擁有超過50年歷史的優良設計獎提供了一個好的管道,讓民眾與產業一起了解並參與在設計,讓設計發揮其更大價值。
英文摘要 Good design is essential under globalization to increase international trade between different countries. A range of programs and activities were established boomingly to help companies and industry use design to improve businesses performance and raise awareness of esthetics among public. A number of design promotion organizations as non-profit organizations emerged rapidly after World War II. As one of non-profit organizations, strategy-planning is a big issue for design promotion organizations.

Japan is one of the most successful cases of government initiative in design promotion. Japan Industrial Design Promotion Organization (JIDPO) was established in 1969 and has focused on the Good Design Award (G Mark) as a key business to acquire the organization’s outstanding achievement since independent form government in 1998. G Mark has rapidly become one of the most successful design accreditations. Awareness of G Mark is over 80% in Japan. The experience of Japan Industrial Design Promotion Organization can become a reference for other design promotion organizations.

This research analyzed promotion strategies and strategy development of Japan Industrial Design Promotion Organization for design promotion. In-Depth interviews and participant observation were applied in this study after gathering literature review and secondary data of JIDPO. CORPS model was used in this research to analyze the resources, customers, participants, operations and service of Japan Industrial Design Promotion Organization. Supported by Design Committee and government in the early period, JIDPO uses the resources well and runs G Mark as a brand to keep improving the influence of public and broadened the sections of Good Design Award. Similar to run gymnasium business, JIDPO keeps increase attractions of designers, and public and not only judges design ability, but also raises the standards. Moreover, JIDPO has tried to catch media and public attention to design to stimulate more people to get involved into design and purchase good designs. JIDPO has expanded its influence and business to other counties especially in Asia and formed alliance. Japan Industrial Design Promotion Organization moved to Tokyo Midtown and has operated Design Hub as a special space for exhibitions, workshops and seminars to let public experience design easily and nurture design professionals.

Above strategies that Japan Industrial Design Promotion Organization implemented to run design promotion business especially for G Mark that has over fifty-year history and keeps going, is a successful tool to encourage public and companies get involved in design and lead design industry to the higher level.

論文目次 CHAPTER I INTRODUCTION......................................................... 1
1-1 Motivation and Background....................................................... 1
1-2 Research Aim............................................................................. 7
1-3 Research Objective and Research Scope................................. 7
1-4 Research Structure.................................................................... 8
1-5 Term Explanation...................................................................... 10
1-5-1 Definition of non-profit organization....................................... 10
1-5-2 Definition of design promotion organizations........................ 12
CHAPTER II LITERATURE REVIEW............................................. 15
2-1 Strategy Management of Non-profit Organization................... 15
2-1-1 Strategy development mode of non-profit organization........ 15
2-1-2 Strategy of design promotion organizations......................... 22
2-2 Related Researches of Japan Industrial Design Promotion Organization.................................................................................. 22
2-2-1 The origin of Japan design promotion program................... 22
CHAPTER III Research Methodology............................................ 26
3-1 Research Methodology............................................................ 26
3-1-1 Qualitative research.............................................................. 26
3-1-2 Case study............................................................................ 26
3-1-3 Selection of interviewee ........................................................ 28
3-2 Research Design and Research Process................................ 30
CHAPTER IV CASE ANALYSIS- JIDPO....................................... 32
4-1 Operating Condition of JIDPO.................................................. 32
4-2 Mission and Vision of JIDPO.................................................... 32
4-3 CORPS Model of JIDPO.......................................................... 33
4-4 Organizational Structure of JIDPO............................................ 39
4-5 History of JIDPO........................................................................ 41
4-6 JIDPO Core Businesses - Good Design Award.......................... 42
CHAPTER V STRATEGY DEVELOPMENT of JIDPO...................... 46
5-1 Cooperation with Design Associations and Government............ 48
5-2 Design Promotion is the Bridge between Design and
other Industries................................................................................. 50
5-2-1 Design promotion is similar to run gymnasium business......... 52
5-2-2 Expansion of new sections of G Mark..................................... 59
5-2-3 Offer more stages for designers- Tokyo Design Market........... 62
5-3 Running Design Award as a Brand - G Mark............................... 64
5-4 International Cooperation and Alliance........................................ 67
5-4-1 Cooperation with Thailand government..................................... 67
5-4-2 Partner country of Business of Design Week (BODW)............. 68
5-5 Marketing 4P Analysis of JIDPO.................................................. 69
5-5-1 Product..................................................................................... 69
5-5-2 Place......................................................................................... 70
5-5-3 Price.......................................................................................... 70
5-5-4 Promotion.................................................................................. 71
CHAPTER VI CONCLUSION AND SUGGESTION............................ 72
6-1 Conclusions.................................................................................. 72
6-2 Limitation....................................................................................... 74
6-3 Suggestion for Further Research................................................. 74
Reference........................................................................................... 75
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